International Journal of Public Relation and Communication

Celebrity Endorsements in Public Health Campaigns

Clinton Ike — 2024-03-02

Public health campaigns are instrumental in promoting health behaviors and preventing diseases worldwide. This study explores the impact of celebrity endorsements in public health campaigns, focusing on the mechanisms through which celebrities influence public perceptions and behaviors related to health issues. Drawing on Social Cognitive Theory (SCT), the study examines how celebrity endorsements serve as powerful models for behavior change, validating SCT's emphasis on observational learning and self-efficacy. Through a comprehensive review of existing literature, the study showcases the effectiveness of celebrity endorsements in various campaigns, including those targeting physical activity, healthy eating, mental health, anti-smoking initiatives, HIV/AIDS awareness, and vaccination uptake. Findings reveal that exposure to celebrity-endorsed messages leads to increased awareness, intention to engage in healthy behaviors, and reduced stigma associated with certain health issues. The study emphasizes the importance of authenticity and credibility in celebrity endorsements, providing practical guidelines for public health practitioners and campaign designers. Furthermore, the study underscores the potential role of celebrities as agents of social change in public health, with implications for targeted policy interventions. Overall, this research contributes valuable insights for theory, practice, and policy in leveraging celebrity endorsements to promote positive health behaviors and address important public health challenges.

The Role of Emotions in Nonprofit Communication

Ken Kodzo — 2024-03-02

This study explores how emotional appeals shape audience responses and behaviors in charitable organizations. Audience response to nonprofit communication is a multifaceted area of study encompassing how individuals react to messages, appeals, and initiatives by nonprofit organizations. Understanding these responses is crucial for nonprofits to effectively engage their target audience. Studies in the United States have shown that audience response is deeply tied to emotional appeals and personal relevance. For instance, narratives emphasizing personal stories of individuals impacted by nonprofits elicit stronger emotional responses, linked to increased willingness to donate. In Canada, research highlights the role of trust; audiences engage more with transparent nonprofits. Europe adds cross-cultural nuances; German audiences respond to efficiency, while French audiences prefer emotional storytelling. In African countries, culturally relevant communication channels lead to higher engagement. The study aims to understand how emotional appeals influence audience responses and behaviors in nonprofit communication. The study aims to explore how emotional appeals in nonprofit communication influence audience responses. The nonprofit sector in the United States accounts for 5.7% of GDP, yet challenges persist in engaging audiences effectively. Understanding emotions in nonprofit communication remains underexplored, especially in comparison to the extensive research on emotions in marketing. This study fills this gap by investigating emotional appeals' effects on audience responses. The Elaboration Likelihood Model (ELM) offers insights into how emotional appeals influence audience responses based on engagement levels. Positive emotional appeals lead to higher donation intention. Trust mediates the relationship between emotions and responses. Fear appeals prompt immediate responses, but hope appeals inspire long-term engagement. Emotional storytelling evokes empathy and connection. The study conducted a thorough review of existing literature on emotions in nonprofit communication between 2012 and the present. Findings reveal that emotional appeals play a significant role in shaping audience engagement, with positive emotions leading to higher donation intentions. Trust-building messages enhance emotional appeal effectiveness. Fear appeals elicit immediate responses, while hope appeals inspire sustained engagement. Emotional storytelling drives empathy and connection, increasing audience sharing and engagement. The study makes significant theoretical contributions by applying the Elaboration Likelihood Model to nonprofit communication. It provides practical insights for nonprofits, emphasizing the importance of positive emotional appeals and trust-building. Policy implications focus on ethical guidelines for emotional appeals. The study contributes to the broader understanding of emotions in driving social change and sets a methodological standard for future research in nonprofit communication. Overall, it provides valuable guidance for nonprofits seeking to enhance engagement and further their social missions through strategic emotional communication.

The Role of User-Generated Content in Shaping Brand Perceptions

Caroline Lariba — 2024-03-03

User-generated content (UGC) has become a powerful force in shaping brand perceptions in the digital age. This study explores the multifaceted role of UGC in influencing how consumers view and interact with brands. Drawing from a range of literature spanning from the United States to Canada, Europe, and African countries, this research delves into the impact of UGC on brand trust, credibility, authenticity, emotional connection, and brand differentiation. Studies in the United States have highlighted the significance of brand perception in driving consumer choice and loyalty, emphasizing the role of UGC in enhancing brand equity. Similarly, research from Canada showcases how brands like Toyota and Honda have leveraged positive brand perceptions for reliability and safety to influence consumer decisions. In Europe, diverse brand perceptions across countries emphasize the importance of localized marketing strategies. Brands like Patagonia and Gucci have effectively utilized UGC to align with European consumer values of authenticity and luxury. Moving to African countries, UGC has played a role in brands like MTN, aligning with cultural values for success. The study also explores the theoretical underpinning of Social Proof Theory (Sherif, 1935), which explains how consumers rely on UGC as social cues to shape their brand perceptions. This theory highlights that UGC acts as a form of social influence, guiding consumers' behaviors and decisions based on the actions of others. From a methodological standpoint, the study conducted a comprehensive examination of existing literature, synthesizing insights on how UGC enhances brand credibility, fosters engagement, humanizes brands, showcases product experiences, and creates inclusivity. Through a review of various studies, it was found that UGC significantly impacts brand trust and authenticity, with consumers trusting peer recommendations more than traditional advertising. The research design involved a systematic exploration of diverse sources, including books, journal articles, and publications, to gain a thorough understanding of UGC's influence on brand perceptions. The findings revealed that UGC plays a pivotal role in enhancing brand credibility, authenticity, and emotional connection among consumers. Moreover, UGC contributes to building brand community within online platforms, fostering engagement and loyalty. From a practical standpoint, the study offers actionable recommendations for marketers to leverage UGC effectively, emphasizing the need for transparency and authenticity in UGC campaigns. Additionally, the study has policy implications, highlighting the importance of ethical UGC practices for consumer protection. In conclusion, this study contributes to theory by advancing our understanding of how UGC shapes brand perceptions, rooted in the Social Proof Theory. It offers practical insights for marketers on leveraging UGC to build trust, credibility, and loyalty. Moreover, the study has policy implications, emphasizing the need for ethical UGC practices. Ultimately, this research provides a comprehensive exploration of UGC's role in shaping brand perceptions, offering valuable insights for academics, marketers, and policymakers alike.

Crisis Response Strategies in Online Reputation Management

Paul Kingston — 2024-03-03

Online reputation management (ORM) has emerged as a crucial aspect of modern business strategies, particularly with the pervasive influence of digital platforms on consumer perceptions. ORM entails the strategies used by individuals and organizations to shape, monitor, and maintain their online image and reputation. In a world where information spreads rapidly through social media and online reviews, a positive online reputation is invaluable for businesses and individuals alike. This study examines crisis response strategies within the realm of ORM, focusing on how organizations handle and mitigate damaging events to their image and public perception. The study draws on a wide range of literature to explore effective crisis response strategies, emphasizing timely and transparent communication, acknowledgment of responsibility, social media engagement, and the formulation of comprehensive crisis communication plans. Findings indicate that organizations can effectively navigate online crises by combining elements such as issuing sincere apologies, providing explanations, taking corrective actions, and leveraging social media platforms for real-time updates and stakeholder engagement. The study underscores the importance of proactive crisis preparedness, organizational transparency, and the role of leadership communication in influencing ORM outcomes. Overall, the study contributes to theory by validating the Social-mediated Crisis Communication Model and providing practical insights for organizations to enhance their ORM efforts, while also offering policy recommendations for promoting transparency and responsible user-generated content management.

Influence of Language and Tone in Crisis Response Tweets

Zuleica Wilson — 2024-03-03

This study investigates how the language and tone used in tweets during crises influence public perception and audience reactions. Drawing on a diverse range of literature from the USA, Canada, Europe, and African countries, the study reveals critical insights into effective crisis communication strategies on Twitter. The findings highlight that language, encompassing the choice of words, syntax, and grammar, is a powerful tool that can convey empathy, sincerity, transparency, or defensiveness. Similarly, tone, reflecting the emotional or attitudinal expression, can significantly influence how tweets are interpreted and received by the public. The study aligns with Situational Crisis Communication Theory (SCCT), emphasizing the importance of matching crisis response strategies to the perceived severity of the crisis. It explores cross-cultural perspectives, demonstrating how language and tone must align with local cultural norms and values to resonate effectively with diverse audiences. The study also emphasizes the impact of visuals alongside language and tone, showing how images, videos, or infographics can amplify messages and evoke stronger emotional responses. Recommendations for organizations include adopting sincere and empathetic tones, integrating cultural sensitivity, and strategically using visuals to enhance crisis response tweets on Twitter. These findings contribute to theory by enhancing our understanding of crisis communication strategies, to practice by offering actionable recommendations, and to policy by suggesting guidelines for effective crisis communication on social media platforms during crises.